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vivid brand posts would likely lead to higher consumer engagement than non-vivid posts (Cvijikj and Michahelles, 2013; Khan et al.,
2016; Kim et al., 2015 as cited in Deng et al., 2021).

2.2.1.2 Interactivity

Responsiveness is essential in communication between brands and consumers (Rafaeli, 1988 as cited in Kaye, 2021). That being the
case, interactivity is defined as the degree to which more than one communication subjects engage with each other through the
communication medium and information (Tan and Chen, 2021). Interactivity has been categorized into two-way interactive such as video
call, two-way reactive such as liking another user’s content, and one-way non-interactive such as merely browsing social media which
conclude the types of communication in social media (Kaye, 2021). Prior scholars also categorize interactivity into four levels based on
the type of interactive determinants consist of posts without interactive components as no interactivity, posts with a link to a website or
voting options as low interactivity, posts with calls to acts or contests as medium interactivity, and posts with questions or quizzes as
high interactivity even though the effects of post interactivity on consumer engagement were found to be inconsistent across several
studies (Deng et al., 2021). Computer-mediated communication tools such as hyperlinks, chat rooms, or site maps provide more features
to encourage higher level of interactivity compared to any other mass media (Song and Zinkhan, 2008 as cited in Tan and Chen, 2021).

2.2.2 SOCIAL MEDIA PLATFORM

Kaur and Kumar (2021) stated that marketers need to choose the best social media to approach and engage with the target audience
instead of excelling in every platform.

Facebook enables users to create a profile as an individual or organization and interact with other users by sharing their stories, interests,
and desires. Hence, according to (Fuchs, 2014 as cited in Lima et al., 2019), this platform has transformed the way people communicate,
socialize, learn and make decisions. Regarding this context, consumers’ choice is influenced by recommendations and sharing of
experiences in which business will have a novel approach to establish trust and credibility among consumers (Sabate et al., 2014). Another
scholar stated that business can publish specific marketing content in its fan page at which point, relationships with its consumer base
can be formally established when consumers access the business’ page and use the reaction button (i.e., like, love, laugh, amaze, sad or
angry) to represent their emotions (Lima et al., 2019). However, studies report that only 1% of brand followers on Facebook engage with
the brands, and the highest consumer engagement rate on an active Facebook brand page is merely 4.3% (eMarketer, 2015; Cambra-
Fierro et al., 2019 as cited in Deng et al., 2021). Genc and Oksuz (2015) concluded that Facebook, which is known to be user-friendly
and practical, seems to lose its ground to Instagram in which it is simpler to use and has Hashtags. Given its massive user community,
more than 200 million small businesses have created their brand pages on Facebook and are using its tools (Facebook, 2021).

Instagram is one of the most popular social media platforms with roughly one billion active users, in which almost 33 percent of whom
are between 25 and 34 years old, making it exceptionally attractive for marketers (Tankovska, 2021). Based on statistics by Statista
(2021), Instagram was chosen as second most important social media platforms for marketers worldwide as of January 2021 with the
percentage of 22 percent following Facebook with 55 percent. Consumers, especially millennials, spend much time on Instagram and are
more likely to be involved in purchasing activities directly through their phones (Nielsen Research, 2019 as cited in Argyris et al., 2020).
Instagram allows users to express themselves through personal sharing and produce their content in photos and videos. Its several features
help brands in reaching their target audience. The features consist of (1) bio section, which contains basic details regarding the brand,
(2) linking the Instagram account with the other social media platform such as Facebook and Twitter to reach more audiences, (3) the
usage of Hashtag to groups specific searches with its results in a short time, all together. Based on (Bahcecik et al., 2019), it’s to ensure
brand’s messages represent their identity and culture accurately and efficiently, apart from increasing their appeal through a variety of
campaigns.

Twitter was launched in 2006 and evolved to have an estimated more than 199 million active users as of the first quarter of 2021
(Tankovska, 2021). A tweet is any word with a maximum of 280 characteristics, and it may contain text, photos, GIFs, videos, or links.
Hashtag functions to group tweets around particular topics and accelerates word searches (Swani et al., 2014). Users can engage with the
content by liking, commenting, retweeting, or quoting retweets (Swani et al., 2013 as cited in Juntunen et al., 2020). According to
Malhotra (2012), retweeting enables users to relay their own or another user’s tweet, making that tweet reach more users while
commenting engages users to have interpersonal communication with those who have initially tweeted. Juntunen et al. (2020) stated that
these engagements are widely acknowledged to measure the prominence of social media content, and users could be influenced by the
content of a tweet and how the other users have acted to it. Unlike other social networking services, Twitter is exceptional in its underlying
forces, and users can follow any other user with a public profile, enabling them to interact with one another leading to the process of
building relationships and creating influence (Arova et al., 2019 as cited in Watanabe et al., 2021).

2.3 CONSUMERS’ SOCIAL MEDIA ENGAGEMENT BEHAVIOR

According to Hallock et al. (2019), marketers need to create posts for engagement purposes ahead of evaluating the success of those posts
among the steps to employ social media strategy. Acknowledgement of the content, page or brand can be recognized by the act of reacting
to social media content (Swani and Labrecque, 2020). The effectiveness of engagement through social media can be measured by

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